Newandimproved and you can't even tell.

When we took the artificial flavors, preservatives and dyes out of Kraft Macaroni & Cheese, we wanted to make sure it still tasted like the Kraft Mac & Cheese you know you love. So three months ago, we quietly started selling the new recipe in our old boxes to see if you’d notice. And your silence spoke volumes. After all, it’s pretty hard to speak with your mouth full.

Kraft Macaroni & Cheese, now with no artificial flavors, preservatives or dyes.

Wewouldinvite you to try it, but you already have.

How We Did It:

A Timeline of Cheesy Events

Tested a recipeTested another recipeWent back to thedrawing boardDid more testsMade morechangesDid a couple of more testsWatched people eat itWatched people love itCaught babysittersskim a little off the topSaw grandmashave secondsWatched dadsbuy some moreWatched momsserve it to their kidsWatched moms tell theirkids there weren't leftovers

Startedmaking

People had been asking us to take the artificial flavors, preservatives and dyes out of Kraft Mac & Cheese for a long time, but they didn’t want us to change the iconic taste they know and love. We heard them loud and clear.

Startedover

If those recipes didn’t taste and look exactly like the Kraft Mac & Cheese people knew, it was back to square one.

Eureka - we did it!

We promised America that we wouldn’t mess with their Kraft Mac & Cheese. That’s why we didn’t stop until we had a recipe we knew people would love.

Startedselling

So how do you convince people that the new Kraft Mac & Cheese is still going to taste like Kraft Mac & Cheese they love? You let them try it for themselves. In December 2015, we quietly started selling the new recipe in our old boxes, updating only the ingredient line. Then we waited to see if people would notice.

Startedtelling

On March 7th, 2016, the largest blind taste test in history came to a close as we began proudly advertising the change to Kraft Mac & Cheese. Luckily for us, America proved that there’s nothing to worry about – because for the past three months they’ve been buying, eating and loving Kraft Macaroni & Cheese the same as they always have. Which means it still tastes like Kraft Macaroni & Cheese.

Started making

People had been asking us to take the artificial flavors, preservatives and dyes out of Kraft Mac & Cheese for a long time, but they didn’t want us to change the iconic taste they know and love. We heard them loud and clear.